Virtual production: unlocking new possibilities for brands

Virtual production has been a game-changer for photography and videography, offering brands new ways to create high-quality, immersive content with speed and flexibility. At Eat & Breathe, we’re always looking for ways to push the boundaries of creativity, blending human creativity and ingenuity with cutting-edge technology.

But what exactly is virtual production? How is AI reshaping it? And what does this mean for brands looking to elevate their visual storytelling? Let’s dive in.

What is Virtual Production?

Virtual production is a method of creating photo and video content using digital environments rather than traditional on-location shoots. Instead of physically transporting a product, crew, and equipment to a real-world setting, we can create hyper-realistic backgrounds, adjust lighting, and manipulate settings digitally in real-time.

From simple TV screens displaying digital backdrops to advanced AI-generated environments, virtual production allows for unparalleled creative control, cost savings, and production efficiency.

Why Virtual Production Matters: Challenges It Solves

Every brand wants visually stunning, high-impact content, but the reality of traditional production presents challenges:

• Time-consuming logistics – Securing locations, planning shoots, and coordinating schedules can take weeks or even months. Every aspect of an on-location shoot must be meticulously planned, from permits and crew availability to weather conditions and transportation. These factors can cause significant delays and additional costs. Virtual production removes these limitations, allowing teams to create and refine content without being restricted to a fixed time or place. This flexibility means brands can adjust creative direction even after the initial shoot, unlocking new opportunities for refinement and improvement.
• Budget constraints – Travel, permits, and on-location shoots can be costly. Hiring locations, securing permits, and transporting crew and equipment all add up quickly. For brands with limited budgets, this can mean compromising on creative vision or scaling down production. Virtual production eliminates many of these costs, allowing teams to create high-quality visuals without the expense of physically being in a specific location. It also reduces the need for reshoots, as virtual sets can be adjusted and refined even after the initial session, further maximising budget efficiency.
• Limited creative flexibility – On a location shoot, you only have that set time to deliver something amazing, which is great. However, with virtual production, if you come up with new ideas after the shoot, you can still bring them to life. Virtual production allows you to refine, enhance, and activate new creative concepts even after the initial session, instead of being stuck with what was captured on the day.

Virtual production removes these roadblocks, offering a flexible, cost-effective, and scalable alternative.

Features & Use Cases

LED Screens as Virtual Backgrounds

The simplest form of virtual production involves using a standard TV screen as a backdrop, displaying stock images, virtual environments, or custom visuals. This approach allows for:

• Quick setup and adjustments
• Instant background changes to match brand aesthetics
• Real-time composition tweaks for optimal framing

For example, while shooting a campaign for a premium rum brand, we used a TV screen to display a background with the perfect shade of green to contrast the bottle. Rather than physically moving props, camera angles, or set pieces, we adjusted the digital backdrop in seconds—something that would have otherwise taken hours.

3D Environments

AI-powered 3D environments take virtual production to the next level. Instead of being restricted to static images, brands can create interactive, dynamic scenes that enhance storytelling.

• Photography & Videography: AI-generated backgrounds that match brand guidelines create a seamless aesthetic across campaigns.
• Static & Dynamic Video: AI-powered looped videos add movement to backdrops for a more realistic feel.
• Interactive Backgrounds: AI can track camera movement and adjust backgrounds accordingly for a fully immersive experience.

Take our work with a leading Coffee brand—our team generated AI-based backgrounds to match their brand identity. By dynamically adjusting lighting, depth, and focus in both the AI image and the on-set product, we achieved a seamless, hyper-realistic final result.

The Benefits of Virtual Production

1. Faster Production Timelines

Traditional shoots often require extensive planning. Virtual production automates many processes, enabling brands to generate high-quality visuals in a fraction of the time. Need a seasonal campaign but short on time? AI can generate the perfect background instantly, eliminating delays.

2. Custom, Brand-Aligned Visuals

Brands can create tailored environments that align perfectly with their identity. No need to compromise on location availability—your ideal setting can be digitally constructed and adjusted in real-time.

3. Significant Time Savings on Logistics

Eliminating the need for on-location shoots means reduced travel, fewer scheduling conflicts, and no reliance on unpredictable weather conditions. A French-based brand can now shoot ‘on location’ in London, New York, Paris, New York, or the Swiss Alps—all from a single studio. Or can customise an image background depending the weather or time of day.

4. Enhanced Creative Possibilities

AI-powered tools expand what’s possible in production. Whether it’s adjusting the position of digital elements, adding interactive foregrounds, or integrating real-time effects, brands can now experiment with creative storytelling without additional production costs.

The Future of Virtual Production: Where AI is Taking Us Next

AI is continuously evolving, and so are the possibilities within virtual production. We anticipate:

• More sophisticated AI-driven environments that adapt to real-time camera movements
• Expanded libraries of pre-built virtual sets tailored to specific industries
• Seamless integration of AI with live-action footage for more natural interactions

At Eat & Breathe, we’re embracing AI not as a replacement for creativity but as a tool to enhance it. By blending human expertise with machine-driven innovation, we’re helping brands push the limits of what’s possible in photography and videography.

Interested in seeing how virtual production can transform your next campaign? Let’s chat.